Seasonal selling guide - Amazon.com

SEASONAL SELLING GUIDE

Sell through the seasons

Pro tips for tackling the ups and downs of seasonal inventory

So many sales, so little time

For starters, determine if your event is just a one-day thing or spans an entire season. Then follow this guide, along with your own sales insights, to hone in on how much to order, ship, and re-order.
Don’t stress on storage
When determining storage limits, we account for seasonal sales spikes, recent growth, and popularity of current products.

One-day events

With quick turnaround events like Prime Day, send all stock by the cut-off date, then ramp up sales with pre-event campaigns. For best results, calculate expected demand and sales goals well in advance.

Season-long celebrations

From holiday sales to football fandom, longer events give you flexibility to adapt and replenish as you go. To minimize overstock, keep an eye on inventory levels as the season starts to wind down.

Fan favorites

Your customers know best. Keep tabs on trending events and products by staying active on social media.
preparation is key

Create space

Before a new season starts, check your inventory levels and storage limits to make room for new products.

Stock smart

Study past sales, seasonal spikes, and get recommendations on how much to send in and restock.

Spark interest

Capture the spirit of the season with lifestyle content, timely social media posts, and keyword-targeted ads.

Leftover inventory—you’ve got options

Once you lock down your timeframe, make sure you have special offers, marketing campaigns, and off-site storage ready to go.

Outlet deals

When the event is over, win over budget-conscious shoppers with a few last-minute deals.

Markdowns

For slow-moving items, mark down products within a specific category to drive more discovery.

Buybacks

Negotiate a buyback with your suppliers—this helps ease any risk of buying seasonal products in bulk.

Bulk removal

Save yourself some time and avoid unexpected storage fees with a one-time removal service.

Thompson Tee wins the holidays

As small business owners, Billy Thompson and Randy Choi are always adapting. When inventory issues held back their 2017 holiday sales, the partners rebuilt their marketing strategy and increased holiday sales by 23%.

Explore what’s in season

Amazon drives discovery of seasonal products year-round. Explore this season’s featured specialty stores to see how we’ve helped products like yours get in front of millions of Prime shoppers.